Category Archives: Ad Watchers

Welcome to The Ad Watchers! Join National Advertising Division attorneys on this podcast as they explore advertising claims and what it means to put them to the truthfulness test.

How Should You Present Scientific Evidence to Support Your Ad Claims?

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Understanding how to present scientific evidence in a substantiation case can be difficult, especially when the data is complex or no industry standard exists.

In this episode of Ad Watchers, the hosts discuss a complex topic: how should marketers put scientific data to use? They answer this question by diving into different types of scientific evidence and which types of claims they support most effectively. For instance, they provide insight into when to bring forward an expert witness and the supplementary evidence needed to support their opinion. Statistician Tom Rosholt also joins them to share an analyst’s approach to presenting unbiased and reliable data. Listen now to learn what to expect when presenting a case at NAD.

For more information about this episode, read the show notes here.

What Should You Consider Before Making Cosmetics Claims?

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The cosmetics industry is booming and it is easy to see why: most people want to look younger, reduce the appearance of wrinkles, and feel like they are taking care of their skin. But just like claims for dietary supplements, beauty product claims must be truthful, not misleading, and require substantiation. In this episode of the Ad Watchers, hosts break down the most common pitfalls they see in cosmetics advertising and how to avoid them.

For more information about this episode, read the show notes here.

 

What Does it Take to Get Consumer Perception Surveys Right?

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Consumer perception surveys are notoriously difficult to get right – from what you ask, to who you ask, to how you ask it, there is a lot of room for things to go wrong.

In this episode of Ad Watchers, hosts provide an overview of some of the biggest points to consider when creating consumer perception surveys, such as whether it has an appropriate universe and a representative sample, how to determine if you have a well-designed questionnaire, and how to use these surveys effectively at NAD. Hosts were also joined by Joel Steckel, marketing professor and the vice dean for doctoral education at NYU’s Stern School of Business, who spoke about his philosophy on survey design, the importance of how respondents interpret questions, and the most common mistakes companies make when it comes to designing surveys.

For more information about this episode, read the show notes here.

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How Can You Avoid the Grey Areas of Green Claims?

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As consumers are increasingly focused on the impact of their purchasing decisions, companies are looking to convey information on the environmental attributes of their products, services, and sustainability performance.

In the season two premiere of Ad Watchers, La Toya Sutton and her new co-host, Eric Unis, walk listeners through environmental benefit claims, or “green claims,” to help advertisers and practitioners think about the questions they should ask when advertising in this arena. Listen in to hear the four critical questions that companies should ask themselves when developing advertising that incorporates any type of environmental marketing claims.

For more information about this episode, read the show notes here.

Love what you’ve heard? Tell us how we can deliver you more great conversations. Share your insights and suggestions for future episodes. 

What Evidence Do You Need to Support Health Claims?

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Any sort of advertising claims related to health or wellness have a special place within advertising claims substantiation: all advertising claims need a reasonable basis, but when it comes to health claims, that reasonable basis has to be competent and reliable scientific evidence, or CARSE. This means that the results of any study done should reflect how the product will work in practice. Tune in to the final episode of Ad Watchers Season One to hear hosts Hal Hodes and La Toya Sutton break down what this evidence should really look like in practice.

For more information about this episode, read the show notes here.

Love what you’ve heard? Tell us how we can deliver you more great conversations. Share your insights and suggestions for future episodes.